ABOUT

The Brief: Due to a global skills shortage, nurturing a pipeline of future talent is vital to the continued success of Jaguar Land Rover. We needed to create a social concept that would set potential apprentice’s pulses racing and set Jaguar Land Rover apart from fierce competitors like BAE and Rolls Royce.

The Solution: Forming part of our 2016 apprentice campaign ‘It all starts here’, we created #jlrracetowin, a virtual race with six legs running over six weeks on Instagram. To enter, apprentices simply added @jlr_apprentice and reposted an image hosted on the account using the hashtag. It was then simply a case of keeping their car in front to win. A prize for the ‘most mileage’ over the course of the full race was also included. Leaderboards, reminder posts and informative content also ran, with bonus cars and info running on Snapchat. Prizes for the 18 winners included tickets to the Jaguar Alive Tour and mini iPads.

The Results: 6,724 posts using #jlrracetowin were made over the course of the campaign, with 1,104 likes on our images. 363 new followers to the account were generated, with 60% of these going on to apply to the apprentice scheme. Such was the level of activity surrounding the competition, our hashtag was temporarily blocked by Instagram whilst they investigated (and was swiftly reinstated).